服务管理 英文

1、CONTENTSIntroduction of Hilton Hotel .2Service unit .错误! 未定义书签。 TOC o 1-5 h z HYPERLINK l bookmark7 o Current Document Service classification2The service package2Competitive service strategy .3 HYPERLINK l bookmark22 o Current Document Technology5 HYPERLINK l bookmark30 o Current Document Reducing t

2、he waiting time6Blueprint for Hilton Hotel.错误!未定义书签。Introduction of Hilton HotelHilton hotel is one of the leaders in the hotel industry. Hilton is a well-known and distinguished name in the fine hotel across the United States and the worldwide. The Vision of Hilton Hotel is to be the luxury hotel c

3、hoice for discerning travelers, creating a world that celebrates individuality in every sense.They offer Luxury as unique as every guest. As the most modern luxury hotel, they created a proud & prestigious heritage with a very contemporary attitude.Service UnitThis luxurious hotel offers several hun

4、dreds guestrooms of exceptional comfort and elegance. It features also excellent restaurants, a fitness centre, a luxury spa and four-season indoor and outdoor pools and so on.Service classificationIn the service process matrix, services are classified across two dimensions that significantly affect

5、 the character of the service delivery process. The two dimensions are the degree of labor intensity and the degree of customer interaction and customization. And it has been divided into four categories due to the degree of these two dimensions as follow:interaction and customizationlowhighlabor in

6、tensitylowservice factoryservice shophighmass serviceProfessional serviceService facto rystandard service with high capital investment much like a line-flow manufacturing plant. Hilton Hotel belongs to this category.From the moment you arrive to a welcome from their doormen, the Guest Relations team

7、 is always on hand in order to offer a high standard service.The service packageThe service package is defined as a bundle of goods and services that is provided in some environment. This bundle consists of the following five features:Supportingfacility: the physical resources that must be in place

8、before a service can be offered. Hilton Hotel Supporting Facilities includes Bus Lobby Heliport, Equipment and Technology Special Front Desk, Center, Parking.Faciitating goods: the material purchased or consumed by the buyer, or the items provided by the customer. It includes air-conditioner, cable

9、TV and Internet access and so on.Inf0rmation: operations data or information that is provided by the customer to records. In this case, information on room availability is used to book a reservation.Explicit services: the benefits that are readily observable by the senses and that consist of the ess

10、ential or intrinsic features of the service. In this case, the explicit service is a comfortable bed in a clean and well decorated room.Implicit services: psychological benefits that the customer may sense only vaguely or the extrinsic features of the service. It may include a friendly clerk and the

11、 security of a well-lighted parking area.Competitive service strategyCurrent strategies :(1)HR Strategy:Strategic HRM is very important for Hotel business. Hilton International has launched the successful“Elevator节rogram of manager training in 1998. It hasdesigned to recruit high-potential graduates

12、 to become hotel general managers.Hilton made its recruitment process more effective by making it available online.Another human resource policy introduced by Hilton International isthe“ Esprit strategy. In order to remain competitive for hoteliers it is essential not only to meet customers ex pecta

13、tions but also to exceed them. For this reason they need to provide quality services associated the brand, which in turn need the training and development of the staff.Marketing Strategy:T hey started a new strategic campaign “take me to Hilton”. This is outcome of a vigorous research which showed t

14、hat customers were seeking emotional connection between the traveler and the brand and a solution to their travel challenges. Hilton believes that by reinforcing personalized services, warm welcome, great technology offerings and comfortable environment they are positioning on that solution.They enc

15、ourage their new recruits to underst and from guesfs point of view-Their customer facing team members also play a major role in their success. Their training and learning program plays an important role here.The development opportunity they offer for their employees is a very important factor for th

16、e retention of their employee, which in turn ply an important role for their success.Offering Future Strategies:Hotel Hilton can develop a strategy which will be valid, consistent and sustainable. Here I want to talk about some main factors which might play important role in terms of building future

17、 strategiesEfpCent Human resource Management : They should conduct more training program, and adopt several methods to enhance the service quality of its employees. An efficient and effective work force will ensure higher customer satisfaction and higher revenue.Esprit Strategy : They should allow t

18、he ir “Esprit strategy” to grow not only from the HR functions but also by other functional units. They can also outsource the operation of the “Esprit club”.Eco-friendly hospitality: Travelers and consumers are seekingeco-friendly hotel which may enable a new market segment for Hotel Hilton. IfHilt

19、on adopts the sustainable hospitality methods, and then they will be able to reduce their operational cost and obtain economy of scale.(4)Prospect of Franchising Hilton is also increasingly relying on the franchisee-based model for growth. This strategy further enables the company to concentrate its

20、 efforts towards building a strong brand instead of buying real estate.By studying national and regional industry trends, Hotel Hilton should take advantage of opportunities that will enable growth while identifying threats that may affect profitability. Growth in the hotel and hospitality industry

21、will include a continued focus on international expansion and using all media to promote its products to potential customers. By utilizing its competitive strategies along with the effective service of efficient work force Hotel Hilton will be able to strengthen its position at the global hotel indu

22、stry.TechnologyTechnology plays an important role in developing a relationship between customers and service providers. Most of the interactions happen based on the technology. The reason why Hilton becomes the leader in hotel world is that he has advanced information technology to improve the autom

23、ation and customization.There are 2 main application technology used by Hilton.One is the development of WLAN. It mainly talks about setting up wireless network and offer the hotel system and customers the internet service.The other one is called SYSREM 21.This is created by Hilton, and based on the

24、 customer relationship management. In fact, it is designed referring to the demand of data-sharing among the Hilton hotel chain. It is a system of highly-integration, and it can query and analyze the information. There is an information center that integrates all the data form Hilton hotels in diffe

25、rent areas, and then the center will analyze all the useful data and send them to the each of hotels systems. So hotels can share their information about the customer information and actions. For instance, if you live in Hilton hotel for the first time, you can ask hotel staffs to arrange somethingl

26、ikeTIMES or other specific newspaper or the roses. And when you travel to another city but you still choose to live in the Hilton hotel, you just give your name to hotel staffs, and they will know the things you like and everything will be ready for you. So the customers will feel like at home becau

27、se the hotel cares about them like a family. There are 5 models of technology in service encounter:Technology-free. when customers come to front desk and consult something from the server.Technology-assisted: the server helps customers to check-in or query something on computer.Technology-facilitate

28、d. some customers give the information to the server and server make a record in the computer and then give the feedback to customer to make sure if the information is correct.Technology-mediated: customer can choose rooms and special services online and server get the order and arrange everything.T

29、echnology-generated: customers can get drink for the vending coffeemachine or they can confirm the reservation information or do the check-in from the hotel kiosks.Reducing the waiting timePeople hate to wait. Reduction in wait time can lead to improvements in many types of services. Ideas for chang

30、e that can reduce the time that customers have to wait are especially useful. This applies not only to the time to perform a service for the customer, but also to the time it takes the customer to use or maintain a product.When you enter into the Hilton Hotel, especially in the peak-time, you maybe

31、find so many travelers crowded in the lobby, and the queues are little bit long. Maybe most travelers are considering to leave to change the hotel beca use they dont want to waste time in waiting. So it is important for hotel to find some approaches in reducing waiting time to retain customers.(l)Hi

32、lton hotel kiosk deployment: it is a kind of self-service, and it can help customers to view reservation, check in or out to the hotel, obtain the room key, confirming or changing the payment method and printing or emailing a copy or the receipt. Based on that, customers dont need line up and get service from the traditional front-desk. They can h